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1. 1. Country of origin : Does it really matter in the current globalization?

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Fredrik Cöster; Vidar Hwang; Johan Svensson; [2015]
   Keywords : Country of origin; COO; Product evaluation; Purchase intention; Product involvement; Online shopping; Fashion clothing;

   Abstract : COO is a construct that refers to the country which a consumer associates a certain product or brand as being its source, regardless of where the product is actually produced. Scholars like Magnusson et al. (2011) argue that COO is a salient cue in consumers’ product evaluation and purchase intention. READ MORE